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- W4225648565 abstract "Augmented reality (AR) is shaping a new environment for marketers, playing an essential role in consumer choice. AR seems to be a good solution for undecisive online shoppers. However, their implementation in the physical store can also play an important role in both the purchase decision and in increasing the number of consumers visiting the shop. AR allows potential consumers to virtually try-on products and imagines how they would look on their face, through technologies such as Virtual Try-on. From a qualitative perspective, this research aims to explore perceptions of AR and then differentiate between the use of Virtual Try-on from the smartphone and the use of Virtual Try-on in the physical shop through mirrors. Through two focus groups, composed of women from two generations (generation X and generation Z), we found a greater acceptance of the use of AR on smartphones in a private context, with a certain rejection of its use in a physical shop. In general, there is a rejection of the use of AR mirrors in the physical shop due to the lack of privacy during use. However, these problems could be solved by choosing the right location in the shop. Also, the presence of staff who can help and advise during use seems to be of interest. Concerning to the use of Virtual Try-on on mobile phones, there is a certain mistrust that the shades shown are not the real ones, which is the main problem identified." @default.
- W4225648565 created "2022-05-05" @default.
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- W4225648565 date "2022-01-01" @default.
- W4225648565 modified "2023-09-30" @default.
- W4225648565 title "A View of Augmented Reality in the Beauty Industry from an Exploratory Perspective: Generations X and Z" @default.
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- W4225648565 doi "https://doi.org/10.1007/978-981-16-9268-0_48" @default.
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